SuperTips Blog

Which works better – long sales copy or short ?

This has been one of the most widely debated topics
in Internet marketing – and I’ll now add my own
unique view.

Everyone’s got it wrong !

How come ?

Well suppose your tests show that long copy
outperforms short copy 80% of the time.

Does that mean you should stick to long copy ?

No.

That’s like telling a grocer he should only sell
green apples instead of red because 80% of customers
prefer green. He still needs to sell both.

So the correct solution is how to present your reader
with a choice of long or short copy.

Now you can’t know his preference in advance.

And you don’t want to ask him when he first arrives and
have him click to either of two versions.

Here is the solution.

You provide short copy.

Within the copy you offer the option wherever it is needed
to obtain further information for example
- technical detail
- additional benefits or features
- more incentives to buy

But what you don’t do is require that the reader has to
click away to another page to see it.

What you do is present it inline.

Want to see some examples ?

- look at the hide/unhide button here

- look at “Yes – tell me more” here

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